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Indie Brands launches to fill gap in luxury spirits market

Published:  09 March, 2012

Indie Brands, a specialist spirits distribution company which aims to fill a gap in the luxury brands arena, has been launched.

The concept is the brainchild of Chris Bowen, who is behind the Savanna cider brand, which now sells over three million litres in the UK, and on-trade brand ambassador, Douglas Cunningham.

Chairman, Chris Bowen, says: "We were getting so bored of seeing the usual suspects with their tired brand extensions in all the top end bars and chains."

"We spotted a gap in the market for more exclusive, innovative, prestigious products, with a genuine point of difference."

Indie Brands represents a range of exclusive spirits and liqueur brands, many of which already enjoy success overseas.

The portfolio currently comprises Matusalem Rum, Lejay-Lagout crèmes and liqueurs, Arette Tequila, Cariel [the original] Vanilla, Batch Blended & Aivy vodkas, Xante pear liqueur, Stroh rum, & Jones Concentrado de Agave and Seve XO liqueur.

Indie Brands will work closely with top-end of the on-premise and create bespoke marketing programmes to nurture the brands' growth and to provide on-premise partners with a profitable business model.

Although the company will be working primarily with the top-end of the on-trade, they will also be looking at opportunities for some of the brands with selected specialist retailers.

Bowen adds: "Each of our brands has a personality and a genuine USP and each lends itself to simple serve, one-mixer or simply 'on the rocks', making it far more profitable for top-end bar and chain owners who can offer their customers a more inspiring choice.

"We have the experience, the distribution network and most importantly, the passion required to grow these brands in the UK."